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Fort Hood Town Hall Case Study
 

Fort Hood Town Hall Case Study

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On Jan 26, 2012, III Corps conducted the Army's first simultaneous Facebook and TV multimedia town hall. Extensive planning went into this event, and Ms. Vanover and her team's innovative social media ...

On Jan 26, 2012, III Corps conducted the Army's first simultaneous Facebook and TV multimedia town hall. Extensive planning went into this event, and Ms. Vanover and her team's innovative social media approach Army town halls helped inform and educate the Fort Hood community on Army issues.

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    Fort Hood Town Hall Case Study Fort Hood Town Hall Case Study Presentation Transcript

    • FORT HOOD FACEBOOK AND TV TOWN HALL - 26 JAN 2012 1 FORT HOOD TOWN HALL 26 JAN 2012 III Corps conducted the Army’s first simultaneous Facebook and TV multimedia Town Hall. Facebook questions were received from 5-7 p.m. on the III Corps and Fort Hood Facebook wall. Phone-in questions were received from 5:30-7 p.m. The CG and his panel answered both Facebook and phone-in questions live on TV and radio from 6-7 p.m. Panel members included the Garrison Commander, Hospital Commander and Fort Hood Family Housing Director of Property Management. Despite a broadcast technical glitch, the Fort Hood Facebook and TV Town Hall was an overwhelming success as demonstrated by the overall reach of our social media and broadcast capabilities.RE-WATCH THE TOWN HALL AT http://youtu.be/1WCmBSJ0qAU III CORPS & FORT HOOD PAO AS OF 29 MAR 2012 The appearance of logos on this site does not constitute official endorsement on behalf of the U.S. Army or Department of Defense.
    • FORT HOOD FACEBOOK AND TV TOWN HALL - 26 JAN 2012 2 OVERALL PARTICIPATION FORT HOOD Fort Hood’s Land Area equals DEMOGRAPHICS 214,895 acres or 335.8 square miles. The Army operates one of the largest and most diverse military posts worldwide in Central Texas. Fort Hood is currently home to more than 46,000 Soldiers, and more than 100,000 family Family members (18,300 on post and 150,000 81,700 off post). One out of Military every 10 active duty Soldiers 46,500 in the Army is assigned to Fort Hood. Ci Fort Hood’s economic impact Retirees 21 vilia ,00 n last year is estimated at 133,000 0 $10.9 billion statewide. It also distinguishes itself as the largest single local location employer in the State of Texas - with more than 21,000 civilian employees and contractors working here. POPULATION = 350,500 When you total all the retirees 214,895 acres and their Family members utilizing services on post Largest employer in the total population exceeds Central Texas 350,000.RE-WATCH THE TOWN HALL AT http://youtu.be/1WCmBSJ0qAU III CORPS & FORT HOOD PAO AS OF 29 MAR 2012 The appearance of logos on this site does not constitute official endorsement on behalf of the U.S. Army or Department of Defense.
    •                     Dutch defense minister visits Hood  Rucker, Ala., and receive follow-up  Sentinel News Editors training for tactics, techniques and       procedures at Fort Hood.  FORT HOOD FACEBOOK AND TV TOWN HALL - 26 JAN 2012     Dutch Defense Minister Hans Hil- len came to Fort Hood last week to “The Dutch receive the next level of training,” Maj. Matt Ketchum, 3       meet with his troops training here executive officer, 21st Cav. Bde., said      under the 21st Cavalry Brigade (Air about when the troops from the   Combat). Netherlands come to Fort Hood.      He liked what he saw as he met  “They work on advanced tactics, MARKETING PLAN  with III Corps and Fort Hood Com-  techniques and procedures, air-  manding General Lt. Gen. Don    ground integration and conducting       Campbell Jr., as well as soldiers and  raids.”         airmen from the Royal Netherlands About 200 Dutch troops, army      Army’s 12th Air Assault Infantry Bat- training here and air force, receive  FORT HOOD SENTINEL talion and the Royal Netherlands Air Force’s 11th Air Mobility Brigade.              throughout the year. Dutch army battalions rotate into “This is well organized training,”               the Great Place for five-week cycles   • News brief (12, 19, 26 JAN) Hillen said about the programs at that include air and urban assault Fort Hood. “It’s good for our mili- exercises.            tary to have the opportunity to really “His visit shows the Netherland’s Dutch service members have Attack pilots from the RNLAF train as if this is real.” commitment to invest in qual- enjoyed a long-standing relationship have been receiving training on the • Pre-story (19 JAN)            Dutch troops at Fort Hood said ity training,” Lt. Col. Emco Jellema, with the U.S.               military. Pilots from AH-64 Apache helicopter at Fort     Hillen’s visit reflected their country’s commander, Joint Task Force – the Royal Netherlands Air Force  Standing watch over Fort Hood since 1942 www.FortHoodSentinel.com investment on the training here. Netherlands, said. attend their flight training at Fort See  A6 • CG Editorial (26 JAN, 2 FEB)   • Post-story (2 FEB)                             Sentinel News Editor FORT HOOD RADIO questions. The next town hall is sched- uled for 2:30-3:30 p.m. Jan. grade-to-grade moves within and among the directorates of permanent employees with                     25 at the Mission Control matching skillsets.       • Radio spot (18-26 JAN)  Since the Army announced Training Center., and a final “We are working very hard    cuts to the civilian work- session will be hosted, but is to make sure we are taking force last year, there have not yet scheduled. care of our people,” Freitag     • Shared with 14 off-post       been questions and concerns “We are here to inform said. “The garrison operates    among those affected. Fort the garrison workforce about because people operate.”             Hood is working to alleviate what is going on with the Deputy Garrison Com- stations and AAFES.          fears and address concerns. TDA,” Fort Hood Garrison mander Andy Bird urged      In the spring, Fort Hood Commander Col. Mark Fre- those in the workforce to look  Garrison was informed that itag told those assembled at at the big picture during the  • Broadcast event live.      their full-time civilian work- Palmer Theater for the first realignment process.force of 1,870 needed to bereduced to 1,700 by the start town hall Friday morning. “This affects everybody here.” “We’ve got to be prudent about what we’re doing,” Bird Town hall taking a new approach                      of fiscal year 2013. The town hall sessions were said.                       A garrison restructure has scheduled to educate those He presented a 30-minute           broadcasts and Internet radio for the first              meant a reduced table of dis-tribution and allowances. FORT HOOD TV affected about their options, the garrison commander said. PowerPoint program that explained the process that      Sentinel Editor        time in an attempt to engage as many com- munity members as possible during the On Friday, Fort Hood Gar-rison leaders hosted the first At Fort Hood, those options have been voluntary led to the reductions, showed how the reductions were hap- III Corps and Fort Hood leaders are tak-         ing a groundbreaking approach to a commu- Dutch defense minister visits Hood event. “This effort is unprecedented,” Lt. Gen. • 4 television promos (17 JAN)    two of four scheduled town programs such as voluntary pening and where, as well as nity town hall event set for Jan. 26. The Fort  Don Campbell Jr., III Corps and Fort Hoodhall sessions to update those early retirement authority and the way ahead. Hood Facebook and TV Town Hall, which  commanding general, said.Rucker, Ala., and receive follow-up “It’s important  Sentinel News Editors training for tactics, techniques andwho could or will be affected voluntary separation incentive will run from 5-7 p.m. on Jan. 26, com-       procedures at Fort Hood. • Shared with KCENby the cuts and to answer program offerings, as well as See  A6     bines social media, over-the-air television Dutch Defense Minister Hans Hil- See  A6 “The Dutch receive the next level  len came to Fort Hood last week to of training,” Maj. Matt Ketchum,       meet with his troops training here executive officer, 21st Cav. Bde., said  under the 21st Cavalry Brigade (Air about when the troops from the   Combat). Netherlands come to Fort Hood. • Posted to Press Center,  He liked what he saw as he met “They work on advanced tactics,  with III Corps and Fort Hood Com- techniques and procedures, air-  manding General Lt. Gen. Don ground integration and conducting      Campbell Jr., as well as soldiers and raids.” YouTube, Facebook  airmen from the Royal Netherlands About 200 Dutch troops, army      Army’s 12th Air Assault Infantry Bat- and air force, receive training here  talion and the Royal Netherlands Air  throughout the year. Force’s 11th Air Mobility Brigade.             Dutch army battalions rotate into “This is well organized training,”               the Great Place for five-week cycles   Hillen said about the programs at that include air and urban assault Fort Hood. “It’s good for our mili- exercises.      FORT HOOD SOCIAL MEDIA              tary to have the opportunity to really train as if this is real.” Dutch troops at Fort Hood said “His visit shows the Netherland’s Dutch service members have Attack pilots from the RNLAF commitment to invest in qual- enjoyed a long-standing relationship have been receiving training on the ity training,” Lt. Col. Emco Jellema, with the U.S. military. Pilots from AH-64 Apache helicopter at Fort    Hillen’s visit reflected their country’s commander, Joint Task Force – the Royal Netherlands Air Force investment on the training here. Netherlands, said. attend their flight training at Fort See  A6 • Multiple tweets and  Facebook posts (18-16 JAN)    questions. grade-to-grade moves within • Facebook event created  The next town hall is sched- and among the directorates Sentinel News Editor uled for 2:30-3:30 p.m. Jan. of permanent employees with 25 at the Mission Control matching skillsets. Since the Army announced Training Center., and a final “We are working very hard cuts to the civilian work- session will be hosted, but is to make sure we are taking force last year, there have not yet scheduled. care of our people,” Freitag been questions and concerns “We are here to inform said. “The garrison operates OTHER among those affected. Fort Hood is working to alleviate fears and address concerns. In the spring, Fort Hood the garrison workforce about what is going on with the TDA,” Fort Hood Garrison Commander Col. Mark Fre- because people operate.” Deputy Garrison Com- mander Andy Bird urged those in the workforce to look    Garrison was informed that itag told those assembled at at the big picture during the • Phantom Calendar their full-time civilian work- Palmer Theater for the first realignment process. force of 1,870 needed to be reduced to 1,700 by the start town hall Friday morning. “This affects everybody here.” “We’ve got to be prudent about what we’re doing,” Bird Town hall taking a new approach #FortHoodTownHall of fiscal year 2013. The town hall sessions were said. A garrison restructure has scheduled to educate those He presented a 30-minute  broadcasts and Internet radio for the first • Reader boards meant a reduced table of dis- affected about their options, PowerPoint program that Sentinel Editor time in an attempt to engage as many com- tribution and allowances. the garrison commander said. explained the process that munity members as possible during the On Friday, Fort Hood Gar- At Fort Hood, those led to the reductions, showed III Corps and Fort Hood leaders are tak- event. rison leaders hosted the first options have been voluntary how the reductions were hap- ing a groundbreaking approach to a commu- “This effort is unprecedented,” Lt. Gen. two of four scheduled town programs such as voluntary pening and where, as well as nity town hall event set for Jan. 26. The Fort Don Campbell Jr., III Corps and Fort Hood • Marketed by OCPA-SM and hall sessions to update those early retirement authority and the way ahead. Hood Facebook and TV Town Hall, which commanding general, said. “It’s important who could or will be affected voluntary separation incentive will run from 5-7 p.m. on Jan. 26, com- by the cuts and to answer program offerings, as well as See  A6 bines social media, over-the-air television See  A6 Army.mil and KCEN • Marketed by Facebook RE-WATCH THE TOWN HALL AT http://youtu.be/1WCmBSJ0qAU III CORPS & FORT HOOD PAO AS OF 29 MAR 2012 The appearance of logos on this site does not constitute official endorsement on behalf of the U.S. Army or Department of Defense.
    • FORT HOOD FACEBOOK AND TV TOWN HALL - 26 JAN 2012 4 PREPARATION CONCEPT FLOW 13 DEC – Studio Test w/ DVIDS 14 DEC – Operations Order Published 28 DEC – Studio Test w/ DVIDS 06 JAN – Met w/ Subject Matter Experts (SMEs) 10 JAN – Briefed Commander 12 JAN – Production Rehearsal w/ Link to DVIDS 18 JAN – Rehearsal w/ SMEs and Studio Test w/ DVIDS 23 JAN – Full Dress Rehearsal w/ Link to DVIDS 25 JAN – Studio Test w/ DVIDS 26 JAN – ExecutionRE-WATCH THE TOWN HALL AT http://youtu.be/1WCmBSJ0qAU III CORPS & FORT HOOD PAO AS OF 29 MAR 2012 The appearance of logos on this site does not constitute official endorsement on behalf of the U.S. Army or Department of Defense.
    • FORT HOOD FACEBOOK AND TV TOWN HALL - 26 JAN 2012 5 FACEBOOK PIER - behind the scenes INQUIRY STAFFED RESPONSE EDITED RE-STAFFED RESPONSE EDITED ANSWERRE-WATCH THE TOWN HALL AT http://youtu.be/1WCmBSJ0qAU III CORPS & FORT HOOD PAO AS OF 29 MAR 2012 The appearance of logos on this site does not constitute official endorsement on behalf of the U.S. Army or Department of Defense.
    • FORT HOOD FACEBOOK AND TV TOWN HALL - 26 JAN 2012 6 COMMUNITY CONCERNS TOWN HALL QUESTIONS Aside from 45 miscellaneous questions, the primary TOPICS FACEBOOK PHONE TOTAL concerns within the community MISC 45 7 52 are regarding: SAFETY 30 0 30 -Safety in off-post housing HOUSING 29 0 29 POLICY 25 1 26 -Deteriorating homes DOWNSIZING 17 7 24 -AM/PM traffic TRAFFIC 20 1 21 -Stigma to seek help BEHAVIORAL HEALTH 17 0 17 CRDAMC 16 0 16 -Downsizing FAMILY MATTERS 12 0 12 DADT 7 1 8 PARKING 6 1 7 Individuals also used the town hall to seek information about MEB 5 2 7 III Corps and Army policies. SEXUAL ASSAULT 6 1 7 DOG PARK 5 0 5 DECALS 2 2 4 LEGAL 4 0 4 CPAC 3 0 3 TOTALS 248 23 271 All questions were answered by Feb. 3, 2012 (within 8 days of the event).RE-WATCH THE TOWN HALL AT http://youtu.be/1WCmBSJ0qAU III CORPS & FORT HOOD PAO AS OF 29 MAR 2012 The appearance of logos on this site does not constitute official endorsement on behalf of the U.S. Army or Department of Defense.
    • FORT HOOD FACEBOOK AND TV TOWN HALL - 26 JAN 2012 7 OVERALL PARTICIPATION FACEBOOK INSIGHTS Fort Hood services a DAILY FACEBOOK INSIGHTS 26 JAN 2012 DAILY INCREASE population of more than TOTAL IMPRESSIONS 552,650 ▲891% 350,000 Soldiers, Families, TOTAL REACH 99,938 ▲279% retirees and civilian and ENGAGED USERS 2,203 ▲2388% contract employees. TALKING ABOUT 1,111 ▲1671% Of that 350,000, nearly PAGE STORIES 9,978 ▲268% 100,000 viewed the III Corps and Fort Hood Facebook page Jan. 26. OTHER INSTALLATIONS From that, 2,200 became actively involved, of which POST INTERACTIONS more than 1,100 users posted HOOD (JAN 12) 2,288 2,288 interactions. MEADE (OCT 11) 800 HAWAII (NOV 11) 475 1,431 people tried to view the BENNING (OCT 11) 350 live DVIDS webcast through BENNING (JAN 11) 200 various sites, but on average As reported on Army.mil they left after 6 minutes because the feed wasn’t working. BROADCAST REACH 765 people listened to Fort Hood Radio Jan. 26. DVIDS LIVE WEBCAST 1,431 FORT HOOD RADIO 765 The re-broadcast video and radio town hall has been YOU TUBE/DVIDS/FHR 1,714 viewed 1,714 times. TOTAL 3,910 As of 28 MAR 2012RE-WATCH THE TOWN HALL AT http://youtu.be/1WCmBSJ0qAU III CORPS & FORT HOOD PAO AS OF 29 MAR 2012 The appearance of logos on this site does not constitute official endorsement on behalf of the U.S. Army or Department of Defense.
    • FORT HOOD FACEBOOK AND TV TOWN HALL - 26 JAN 2012 8 COMMUNITY FEEDBACK SUCCESSES CRISIS COMMUNICATIONS “Thanks for addressing Policy CG- Through this town hall, garrison directorates, unit leadership and tenant units are all now trained and 01 dated 20 May 11, titled “The registered with PIER. Family First Corps”. I look forward to seeing this policy’s adherence In the event of a crisis, they are all familiar how to manage queries and communicate through this reinforced. This policy is a big information emergency response system. morale booster when it is being promoted!” - Dawn Whitley West The EOC is now equipped with rolling phone lines that could be answered by a phone bank. “Wonderful Job Everyone this is an awesome thing you all are COMMUNITY PARTICIPATION doing!!! So proud to be a part of the great place!!!! Thank you to The participation the day of the event was overwhelmingly successful. We received positive feedback everyone involved tonight!!!” days following the event, and although some wanted an in-person town hall, as we answered follow-on - Melissa Hilton Ebbing questions, fans realized this was a two-way dialogue.. “This is wonderful I have to say that Fort Hood’s communication MEDIA INTEREST with the community has been Outstanding compared to other Media continue to call with story ideas that were generated from town hall questions, allowing us to bases my husband has been express the Fort Hood story in even greater detail. stationed at. Thank You.” - Missey Payne ARMY CASE STUDY “Thank you for giving us the opportunity to voice our The Department of the Army Social Media Division plans to use this event as a case study to present concerns!” - Heather Monaco at commanders’ conferences and to O5/O6 commanders’ classes in Leavenworth. “Great program. Great idea. Great commander. All questions ADVANCED TECHNOLOGY answered Program is much better Fort Hood has bridged the technology gap with PIER, DVIDS and Facebook, merging the three without the glitches. Keep up the information flow!” - Daniel Kott entities for the first time. All three organizations are supportive of our efforts and excited for future endeavors.RE-WATCH THE TOWN HALL AT http://youtu.be/1WCmBSJ0qAU III CORPS & FORT HOOD PAO AS OF 29 MAR 2012 The appearance of logos on this site does not constitute official endorsement on behalf of the U.S. Army or Department of Defense.